Think Insights with Google Newsletter: Jan 2012 Issue

January 23, 2012 We hope everyone is settling into the new year nicely! We are collecting feedback around our ebook for marketers titled "Winning the Zero Moment of Truth." As a valued user, we'd like to hear from you, so please take a minute to fill out this survey.  Join our Think with Google Plus page to stay close to what's new on the site.

Editor's Pick of the Month

Searching For Primetime Engagement The TV landscape is evolving at a rapid pace. Broadcast networks are seeing a proliferation of cable networks, and the rise of disruptive models such as UGC, streaming video on-demand and mobile video.  Google studied these changes through an examination of a metric we call Search Intensity, or indexed searches per viewer.

Search Intensity helps us to understand viewer engagement levels across networks, shows, genres and specific points in time. Here's what we found: Cable series demonstrate significantly higher levels of search intensity in comparison to broadcast shows. This is likely due to cable’s edgier programming, younger audience, and frequent re-run airings.  The season premiere and finale of a show see large spikes in search intensity, and present ideal opportunities to reach viewers online. YouTube searches tend to occur at the beginning of a season, mobile searches surge toward the end, and desktop search maintains more consistent volume with less extreme swings.  Audiences have increasingly been searching for full episodes, an indication of the growing availability of full-length TV content online.   Access the full study for Search Intensity details by genre, demo and more.

Latest Studies & Insights

The Role of Video in the Tech Purchase Process Looking across TV, smartphone, and tablet shoppers who viewed product videos in their path to purchase, we found the following behavior: Overall, 44% of technology shoppers used videos while researching and shopping, of which 81% watch for more than 10 minutes. Among those who viewed tech product videos, 64% became interested in specific technology product models and 55% were introduced to brands not previously considered. 72% looked up a store’s location on their mobile phone and 57% researched and shopped on mobile while in a retail store. (4) Related new studies: The Role of Video in the Smartphone, Television, Tablet Purchase Process, Wireline Study Insights from CES 2012 Consumers are searching on Google.com and YouTube to learn more about new launches during CES. In the upcoming months, all eyes will be on the top researched products to see how they play out in the market place: Among top launches, the Nokia Lumia was the most frequent 2012 product searched in a single session. The ASUS Eee Pad and Transformer Prime were cross-researched on Google.com most often with the Nokia Lumia 900. User activity on Youtube showed top term Nokia Lumia with 1.3 million video views (for TV ad alone).The ASUS Eee Pad had ~400K video views for review and there were about ~540K views for “Ipads2 vs ASUS”.

Thoughts from Leaders

Think Quarterly’s new issue: Speed The digital world is moving faster than ever, bringing consumer expectations along with it, unleashing new opportunities and also raising new questions. Think Quarterly’s new edition is all about “Speed,” exploring the acceleration of everything. It presents interesting statistics, as well as perspectives from industry experts, visionaries and Google’s own forward-thinkers, including: Not so Fast by Jeff Jarvis. It feels like the internet has made us faster  than ever, but are we in fact lagging behind the opportunities presented by technology? Start-Up Speed by Kristen Gil. Big business is traditionally slow business. But if you want to up your velocity, why not go back to the future? That’s what Google did when it set out to rediscover its start-up roots – and find the holy grail of business speed. Executive Insight with Marty St. George. The Senior Vice President of Marketing and Commercial at JetBlue reveals how social media has added jet fuel to the business.

Updated Tools

Real-Time Insights Finder - A How-to Video Late last year, we launched our Real-Time Insight Finder on the new Think Insights site -- centralizing access to all our insights tools across Google. We hope you’ve tried it out and are finding it useful.  Check out our new video to show how you can use Google's Real-Time Insight Finder to support your marketing planning process and take your trend spotting to the next level. Discover how this real-time data can be a window into the attitudes and perceptions of your consumers. Even better, see how it can help inform your next brand positioning, media strategy or just make you look smart in your next big meeting.

Emerging Trends

The New Face of Celebrity Endorsement We’re seeing a trend of celebrities, when becoming the spokesperson or “face” of a brand, taking on titles like investors, creative directors, and advisors that imply a much deeper level of involvement than simply being in a cosmetics company’s ads. Now that celebrities’ use of social media is 24/7, entertainment figures are positioning themselves as brands.

This email was sent to ed.aylward@gmail.com because you signed up for the Think Insights newsletter from Google.  If you don't want to receive this newsletter in the future, please unsubscribe by providing your email address on this web page.

© 2012 Google Inc. All Rights Reserved. Google and the Google logo are trademarks of Google Inc. www.google.com 1600 Amphitheatre Parkway, Mountain View, CA 94043